Innovation spreads Fragrance

Just like how good fragrance needs to permeate all corners of a room for experiencing a true ethereal feeling, innovation has to be driven at all levels of the organisation to achieve a healthy establishment.

When Cycle brand won the prestigious Big Bang Awards 2012, It was not yet another advertisement getting an award, the whole gambit of thought that had gone into the making and placing of the advertisement was crucial. Especially, placing the slogan ‘Everyone has the reason to pray’ strategically under Sachin Tendulkar’s photo when he completed 100 centuries was indisputably a stroke of genius. In the industry, it is common knowledge that advertising for agarbathies to a secular and national audience is next to impossible. The “Everyone has a reason to pray” campaign took the concept of prayer from the puja room to the landscape of daily life.

Any individual’s culture is visible through his attire; similarly a company’s culture is noticeable in its product packaging. Long before packaging became trendy, RangaRao packaged his agarbathies in triangular hard paper packs, replacing the tin packs.

Further instead of looking only at big retail stores, he made smaller packs to sell to local vendors. Later, the introduction of “3-in-1“, a sub-brand of Cycle that literally conquered the market, was also an intelligent and ground-breaking idea of introducing different fragrances in one packet. From the founder’s times. N R group has imbibed innovation as a core value and to this day endeavour towards creating user &eco-friendly packaging material in collaboration with premier packaging institutes in India and abroad.

Getting deeper into the business of fragrance creation, continuously discovering new fragrances in contemporary and traditional ranges, has been a hall mark of the group. In Kiran’s words, “To get the smell of jasmine on an incense stick is a difficult task, it takes a mixture of about 60 different compounds to generate the required olfactory sensation. Our ability to create the exact fragrance through the extraction process is a key strength.” He adds “these are used in not only agarbathi sticks but in everything including perfumes, deodorants, air fresheners, soaps, detergents, cleaning liquids and a host of other products.

The idea of introducing fragrance as a lifestyle product is the icing on the cake of innovation. By pioneering spatial fragrancing solutions for the home, office and mobile spaces, the industry is on a verge of dramatic change. To drive this change, N R group has improvised on nearly 24 fragrance delivery systems ranging across reed diffusers, fragrance vapourizers, aromatic candles, to sprays and pillow misters, amphoras and many more.

Taking its concepts to a new high, Ripples is working on branding with fragrance, KiranRanga explains “our sense of smell is most influential on our state of mind, however most advertisement material work on only sight and sounds. Definitely the impact of fragrant brand signatures is going to be huge and will prove to be a turning point in the world of branding and advertising”. At IRIS Aroma Boutique, one gets an opportunity to glimpse into the limitless promises the future of fragrance holds.